“The Last 20 Yards” is the in-store stimuli trigger where a shopper's purchase behaviour is unplanned and impulsive. It is the place where your target audience is 20 steps away from your brand. Many brands neglect the importance of the last 20 yards in the customer’s journey and therefore are missing out on shopper conversion opportunities at the point of purchase. Even though shoppers claim that they know what they want to purchase the moment they enter a store, surprisingly 84% will make impulse purchases in categories they had no intention of even considering. Now how can CMOs influence that decision to their advantage?
Physical spaces are key to great customer experiences, but many brands struggle to capture attention in-store. CPG and FMCG companies must create meaningful, relevant interactions with consumers across all touchpoints.
Convenience is key in today's consumer-driven marketplace. FMCGs that can deliver a seamless in-store experience will gain an edge over their competition. Data and technology help businesses better segment their customers, explore new growth techniques and create marketing messages.
